Online Marketing for Musicians
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- Subject according curriculum
- Jazzmaster Seminar
- Teachers
- Steffen Geldner
- Scope
- Block seminar: Sat 16.11.24 from 10:00 - 18:00 Sun 17.11.24 from 10:00 - 18:00
- Room
- Fanny Hensel Saal
- Duration
- eine Semesterwochenstunde
- Description
Lecturer in WS 2024: Steffen Geldner
In this block seminar, Steffen Geldner will present relevant channels and tools for successful digital music marketing: Instagram, YouTube, TikTok and streaming. Self-marketing online has changed fundamentally in recent years. While it used to be possible to grow quickly and organically through good content, the marketing of music content has become much more complex due to algorithm- and data-driven platforms. In this workshop, participants will learn in a practical way which content currently works best online, how it can be used most effectively and where paid ads are essential. Using real campaigns from modern product management and digital marketing, participants will learn how to implement their own projects more successfully.
After an introduction to the basics of planning digital campaigns, Instagram will be used as an example to explain how algorithms work in social media and how music content can be adapted accordingly. It also shows how (micro) ads can be used to generate reach and conversions by selecting and addressing target groups as precisely as possible. How do I find the right target group for my music project? What data can I collect and where? Where can I best direct my fans? How do I check whether my ads were successful? How do I use hashtags?
YouTube plays a fundamental role in the marketing of moving images, especially in the music industry and regardless of the genre. Data about potential target groups can also be collected on this platform and exciting formats can be developed. In addition, the connection between YouTube and audio streaming services rounds off a good campaign. How can my videos be found more easily? How do I optimize my videos? What are best practices? How do I use YouTube ads if I only have a small budget?
The last part of the workshop deals with how marketing with streaming services can work. The focus here is on collecting and analyzing streaming data and, of course, placement in playlists - the most important marketing tool in streaming: How can my content get into small and large playlists? How much is playlisting worth? How do I find relevant playlists? How much do I earn with streaming?
TikTok has been one of the most important tools in the digital marketing mix of artists and labels for some time now: 80% of the tracks in the Spotify Viral Charts are almost exclusively influenced by the platform and its strong connection to music. In German-speaking countries, users from the music industry are still cautious and the platform is polarizing. TikTok is still wrongly seen as a platform for young people to upload funny videos. This is by no means the case; all musical niches and age groups are now successfully represented on TikTok.
After an introduction to the TikTok algorithm, Steffen will talk about the connection between TikTok and music, including the sounds and artist page, playlists and targeting. In this workshop, participants will also learn in a practical way which content currently works best on TikTok and how it can be used most effectively. Reach increase, hashtags and analytics are also part of this workshop. An essential part of the talk will be the presentation of best practices from various musical niches. The workshop will end with a walkthrough of the TikTok Ads Manager.- Credits
- ein Creditpoint
- Comments
Open to all interested parties
Registration and enrollment: https://elearning.hfmt-hamburg.de/course/view.php?id=691"- Modules
- Qualifizierungsmodul Jazzmaster, Wahlmodul freie Wahl (alle Studiengänge)